Naoto - Brand identity

Naoto is a voluntary association created with the aim of supporting the Regina Margherita children’s hospital in Turin, Italy. Raised funds are donated to the Pediatric Orthopedics and Traumatology Department.

The founders’ desire has always been to present a playful and funny image, which could attract donors, but above all make the hospital patients feel at ease. For this reason the name takes inspiration from Naoto Date (伊達 直人), the original name of Tiger Mask, the manga hero who won wrestling matches to donate the proceeds to children. And let’s face it, children love tigers!

Type is alternated with instinctive and raw traits like those that children draw on paper. Just like the illustrations created by Kalla, they are nothing more than recolorings of the little patients’ drawings...

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